This Hadid Sister Is Bulgari's New Bella Donna

Bella Hadid fronts the Italian maison's campaign for their new B.zero1 Labyrinth collection

Bulgari's B.zero1 collection is perhaps one of the most iconic in the world. The thick tiered bands have become synonymous with Bulgari, and can be spotted from a good mile away. Any changes to the iconic design must, therefore, be carefully considered. That's why Bulgari recruited legendary architect Zaha Hadid to redesign the icon. Hadid's design involved turning the parallel internal bands of the classic B.zero1 and turning them into a spiral. Doing so put a different spin on the pieces, and also allowed the brand to play with 'skeletonising' the ring's internal structure. Zaha Hadid might have left the world behind when she passed away in 2016, but her legacy lives on.

Finding a face to front the campaign for the B.zero1 Labyrinth was probably an easy task for Bulgari. After all, the face that they finally chose shares the same last name as the collection's designer (although they bear no relation to each other). Bella Hadid is one of the hottest models of the moment, and her cachet lends itself well to the re-imagination of such an iconic jewellery collection. Plus, the model had already fronted Bulgari's Goldea fragrance campaign, so the two parties already had an amicable relationship.

So what does Bella think of the new collection? “I think design says a lot about how we live, who we are and what we find beautiful. The world today is fluid: a painting becomes a bag, a dish inspires a dress, an architectural masterpiece is crafted into a ring…To me design is one of the arts that best catches this flowing energy.”

Click though the slideshow below to discover more about the collection, or watch the video above to find out what happened on set at the campaign shoot.